Country Road | Experiential Fragrance Launch Event

Service

Communications Event

The Concierge Agency is an experiential events agency Sydney brands trust to deliver immersive, high-impact brand activations. For Country Road’s fragrance launch, our team designed and produced an end-to-end experiential event in Sydney that translated the brand’s connection to the Australian landscape into a sensory-driven guest experience.

To launch its new fragrance collection, Country Road partnered with The Concierge Agency to deliver an immersive brand experience in Sydney. Hosted at The Calyx in the Royal Botanic Garden, the event celebrated the brand’s connection to the Australian landscape through scent, design and storytelling.

From the moment guests arrived, the experience was designed to feel intentional and engaging. A mirrored entry installation led guests into the Valley of Mirrored Plinths. Here, each fragrance was displayed individually, allowing guests to explore the collection at their own pace.

This deeper engagement created a stronger emotional connection to the brand. At the centre of the space, a grass island installation showcased the full fragrance range. Flowing moss, florals and reflective surfaces reinforced Country Road’s natural design language.

Importantly, every element was designed to encourage interaction and content capture. Therefore, the experience translated seamlessly across social platforms while remaining refined and considered in person.

Delivered by The Concierge Agency, an experiential events agency Sydney brands trust, the launch reflects our expertise in brand activation services and immersive event production. From concept development to execution, we create experiential moments designed to generate cultural relevance, media attention and meaningful audience connection. Brands looking to work with The Concierge Agency partner with us for strategic, end-to-end event delivery.